News & Views

EU Data Legislation

Posted by Owen Hughes on 14 December 2015 | 2 Comments

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With the latest round of legislation surrounding data management and protection having just been announced by the EU, there is still some uncertainty about what  the real impact will be.
According to the BBC, http://www.bbc.co.uk/news/technology-35110909 the key changes will be;
Tech firms will have to report serious data breaches to regulators within 72 hours
Consumers' right to be forgotten will be extended beyond search engines to all aspects of their web history - so, for example, a user could request to have his or her Facebook profile removed
Consumers have the right to transfer their data from one company to another - so, for example, a user could request all data relating to shopping purchases be sent to them so they can transfer their preferences to a rival supermarket
Companies that handle significant amounts of data will have to employ a data protection officer
These changes have heightened an already difficult position between the EU and major US tech firms, who adhere to US legislation but not necessarily EU law. What is clear is that the reporting process will be clearer and hopefully this will make it easier for firms of all sizes to manage data. However, firms will need Data Protection Managers, giving clear accountability.
According to specialist consultants Griffin House Consultancy there will be a number of benefits to business, not least some clear rules:
One continent, one law: The regulation will establish one single set of rules which will make it simpler and cheaper for companies to do business in the EU.
One-stop-shop: businesses will only have to deal with one single supervisory authority. This is estimated to save €2.3 billion per year.
European rules on European soil– companies based outside of Europe will have to apply the same rules when offering services in the EU.
Risk-based approach: the rules will avoid a burdensome one-size-fits-all obligation and rather tailor them to the respective risks.
Rules fit for innovation: the regulation will guarantee that data protection safeguards are built into products and services from the earliest stage of development (Data protection by design).
Privacy-friendly techniques such as pseudonomysation will be encouraged, to reap the benefits of big data innovation while protecting privacy.
Griffin House also see a number of business benefits to business
The data protection reform will stimulate economic growth by cutting costs and red tape for European business, especially for small and medium enterprises (SMEs). The EU’s data protection reform will help SMEs break into new markets. Under the new rules, SMEs will benefit from four reductions in red tape:
No more notifications: No longer need to Notifications to supervisory authorities, in the case of the UK, the ICO, are a formality that represents a cost for business of €130 million every year. The reform will scrap these entirely.
Every penny counts: Where requests to access data are manifestly unfounded or excessive, SMEs will be able to charge a fee for providing access.
Data Protection Officers: SMEs are exempt from the obligation to appoint a data protection officer insofar as data processing is not their core business activity.
Impact Assessments: SMEs will have no obligation to carry out an impact assessment unless there is a high risk.
Click here to read their full blog http://tinyurl.com/jjcu8nm
Data is  central to every business, whatever the size and we are reliant on this data being secure as well as accurate. As consumers we only want to be communicated with by those people we give authority to, as businesses we want to be able to speak to anyone. To achieve this we all have to be more vigilant and these latest legislation changes, in my opinion go some way to helping this.
Watch this space though for updates on the US versus EU battles.

With the latest round of legislation surrounding data management and protection having just been announced by the EU, there is still some uncertainty about what  the real impact will be.

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Strategy

Posted by Owen Hughes on 14 December 2015 | 2 Comments

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Strategy Versus Tactics

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Yahoo Break up

Posted by Owen Hughes on 3 December 2015 | 2 Comments

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I was reading an article written by the CEO of Fospha this morning in which he quite rightly explained that it is no longer acceptable to send our broad messages to a wide audience and expect a large take up. He then went on to explain that their latest analytic tools gather 1500 pieces of dynamic information each day as opposed to the current 15 static pieces tools like Google produce. This is all very impressive and certainly shouldn’t be overlooked.
However, this message feels as though it is a bit of a broken record. We have been working with clients for nearly fifteen years to ensure they have highly targeted activity and messaging, all built on high quality research and information. Fospha are right in that modern technology allows us to gather more information that is a great deal more accurate and that can only enhance the marketing effort. But there are two points that we must take into consideration;
1. It is all well and good having all this information, but what are we going to do with it? A business must know what the information means and how they need to act on it.
2. It is too easy to focus on digital marketing activity alone, but this is only one area of the marketing mix and run as stand alone activity will deliver a lower level of ROI against a fully integrated marketing campaign, that uses on and off line activity working together.
We definitely agree that all business should be analysing all their marketing activity, there is no such thing as unmeasurable marketing now, however, we also believe that it is important to really understand your customer and look at other channels of activity that will help raise awareness and capture their imagination.
The science behind marketing is increasing and technology is facilitating this development, so it is becoming a science, but a science that is driven by people, both those who are targeted and those doing the targeting.

Recent reports that Yahoo is looking to sell off its core desktop search services would seem to confirm that Google still has a strangle hold on internet search, one that does not look like being broken any time soon.

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Black Friday

Posted by Owen Hughes on 26 November 2015 | 2 Comments

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I was reading an article written by the CEO of Fospha this morning in which he quite rightly explained that it is no longer acceptable to send our broad messages to a wide audience and expect a large take up. He then went on to explain that their latest analytic tools gather 1500 pieces of dynamic information each day as opposed to the current 15 static pieces tools like Google produce. This is all very impressive and certainly shouldn’t be overlooked.
However, this message feels as though it is a bit of a broken record. We have been working with clients for nearly fifteen years to ensure they have highly targeted activity and messaging, all built on high quality research and information. Fospha are right in that modern technology allows us to gather more information that is a great deal more accurate and that can only enhance the marketing effort. But there are two points that we must take into consideration;
1. It is all well and good having all this information, but what are we going to do with it? A business must know what the information means and how they need to act on it.
2. It is too easy to focus on digital marketing activity alone, but this is only one area of the marketing mix and run as stand alone activity will deliver a lower level of ROI against a fully integrated marketing campaign, that uses on and off line activity working together.
We definitely agree that all business should be analysing all their marketing activity, there is no such thing as unmeasurable marketing now, however, we also believe that it is important to really understand your customer and look at other channels of activity that will help raise awareness and capture their imagination.
The science behind marketing is increasing and technology is facilitating this development, so it is becoming a science, but a science that is driven by people, both those who are targeted and those doing the targeting.

With all the current hype around Black Friday and everyone being bombarded with emails about the latest store offering, it is no wonder that some retailers, including Asda, are backing out citing shopper lethargy as the main reason. 

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Business Agility

Posted by Owen Hughes on 2 September 2015 | 8 Comments

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I was reading an article written by the CEO of Fospha this morning in which he quite rightly explained that it is no longer acceptable to send our broad messages to a wide audience and expect a large take up. He then went on to explain that their latest analytic tools gather 1500 pieces of dynamic information each day as opposed to the current 15 static pieces tools like Google produce. This is all very impressive and certainly shouldn’t be overlooked.
However, this message feels as though it is a bit of a broken record. We have been working with clients for nearly fifteen years to ensure they have highly targeted activity and messaging, all built on high quality research and information. Fospha are right in that modern technology allows us to gather more information that is a great deal more accurate and that can only enhance the marketing effort. But there are two points that we must take into consideration;
1. It is all well and good having all this information, but what are we going to do with it? A business must know what the information means and how they need to act on it.
2. It is too easy to focus on digital marketing activity alone, but this is only one area of the marketing mix and run as stand alone activity will deliver a lower level of ROI against a fully integrated marketing campaign, that uses on and off line activity working together.
We definitely agree that all business should be analysing all their marketing activity, there is no such thing as unmeasurable marketing now, however, we also believe that it is important to really understand your customer and look at other channels of activity that will help raise awareness and capture their imagination.
The science behind marketing is increasing and technology is facilitating this development, so it is becoming a science, but a science that is driven by people, both those who are targeted and those doing the targeting.

Much of my work involves working with organisations to transform they way they operate, sometimes within the marketing function, sometimes the sales team, but always with those people who communicate with customers, prospects and other contacts. In other words everyone in the organisation.

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Presentation Skills

Posted by Owen Hughes on 2 September 2015 | 7 Comments

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I was reading an article written by the CEO of Fospha this morning in which he quite rightly explained that it is no longer acceptable to send our broad messages to a wide audience and expect a large take up. He then went on to explain that their latest analytic tools gather 1500 pieces of dynamic information each day as opposed to the current 15 static pieces tools like Google produce. This is all very impressive and certainly shouldn’t be overlooked.
However, this message feels as though it is a bit of a broken record. We have been working with clients for nearly fifteen years to ensure they have highly targeted activity and messaging, all built on high quality research and information. Fospha are right in that modern technology allows us to gather more information that is a great deal more accurate and that can only enhance the marketing effort. But there are two points that we must take into consideration;
1. It is all well and good having all this information, but what are we going to do with it? A business must know what the information means and how they need to act on it.
2. It is too easy to focus on digital marketing activity alone, but this is only one area of the marketing mix and run as stand alone activity will deliver a lower level of ROI against a fully integrated marketing campaign, that uses on and off line activity working together.
We definitely agree that all business should be analysing all their marketing activity, there is no such thing as unmeasurable marketing now, however, we also believe that it is important to really understand your customer and look at other channels of activity that will help raise awareness and capture their imagination.
The science behind marketing is increasing and technology is facilitating this development, so it is becoming a science, but a science that is driven by people, both those who are targeted and those doing the targeting.

I thought I would write a note on the back of a talk I gave this morning, which got me thinking. Being used to speaking at various events, both small and large, I don’t often get too nervous, a little, but then that is healthy and keeps me focused.

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Branding – Science or just a personal view?

Posted by Owen Hughes on 9 July 2015 | 20 Comments

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I was reading an article written by the CEO of Fospha this morning in which he quite rightly explained that it is no longer acceptable to send our broad messages to a wide audience and expect a large take up. He then went on to explain that their latest analytic tools gather 1500 pieces of dynamic information each day as opposed to the current 15 static pieces tools like Google produce. This is all very impressive and certainly shouldn’t be overlooked.
However, this message feels as though it is a bit of a broken record. We have been working with clients for nearly fifteen years to ensure they have highly targeted activity and messaging, all built on high quality research and information. Fospha are right in that modern technology allows us to gather more information that is a great deal more accurate and that can only enhance the marketing effort. But there are two points that we must take into consideration;
1. It is all well and good having all this information, but what are we going to do with it? A business must know what the information means and how they need to act on it.
2. It is too easy to focus on digital marketing activity alone, but this is only one area of the marketing mix and run as stand alone activity will deliver a lower level of ROI against a fully integrated marketing campaign, that uses on and off line activity working together.
We definitely agree that all business should be analysing all their marketing activity, there is no such thing as unmeasurable marketing now, however, we also believe that it is important to really understand your customer and look at other channels of activity that will help raise awareness and capture their imagination.
The science behind marketing is increasing and technology is facilitating this development, so it is becoming a science, but a science that is driven by people, both those who are targeted and those doing the targeting.

I read a great article this morning that breaks down some of the myths behind the big corporate brands and why their logos have been designed in the way they have.

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Apple – How good are they?

Posted by Owen Hughes on 9 July 2015 | 10 Comments

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I was reading an article written by the CEO of Fospha this morning in which he quite rightly explained that it is no longer acceptable to send our broad messages to a wide audience and expect a large take up. He then went on to explain that their latest analytic tools gather 1500 pieces of dynamic information each day as opposed to the current 15 static pieces tools like Google produce. This is all very impressive and certainly shouldn’t be overlooked.
However, this message feels as though it is a bit of a broken record. We have been working with clients for nearly fifteen years to ensure they have highly targeted activity and messaging, all built on high quality research and information. Fospha are right in that modern technology allows us to gather more information that is a great deal more accurate and that can only enhance the marketing effort. But there are two points that we must take into consideration;
1. It is all well and good having all this information, but what are we going to do with it? A business must know what the information means and how they need to act on it.
2. It is too easy to focus on digital marketing activity alone, but this is only one area of the marketing mix and run as stand alone activity will deliver a lower level of ROI against a fully integrated marketing campaign, that uses on and off line activity working together.
We definitely agree that all business should be analysing all their marketing activity, there is no such thing as unmeasurable marketing now, however, we also believe that it is important to really understand your customer and look at other channels of activity that will help raise awareness and capture their imagination.
The science behind marketing is increasing and technology is facilitating this development, so it is becoming a science, but a science that is driven by people, both those who are targeted and those doing the targeting.

There has been much said in the media this week about Apple, that they have reached their peak and that their popularity is waning with their competitors making huge steps to bring products to the market that are not just technically advanced but also aesthetically pleasing to users, something that is important to most people.

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Relationships and CRM

Posted by Owen Hughes on 7 July 2015 | 4 Comments

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I was reading an article written by the CEO of Fospha this morning in which he quite rightly explained that it is no longer acceptable to send our broad messages to a wide audience and expect a large take up. He then went on to explain that their latest analytic tools gather 1500 pieces of dynamic information each day as opposed to the current 15 static pieces tools like Google produce. This is all very impressive and certainly shouldn’t be overlooked.
However, this message feels as though it is a bit of a broken record. We have been working with clients for nearly fifteen years to ensure they have highly targeted activity and messaging, all built on high quality research and information. Fospha are right in that modern technology allows us to gather more information that is a great deal more accurate and that can only enhance the marketing effort. But there are two points that we must take into consideration;
1. It is all well and good having all this information, but what are we going to do with it? A business must know what the information means and how they need to act on it.
2. It is too easy to focus on digital marketing activity alone, but this is only one area of the marketing mix and run as stand alone activity will deliver a lower level of ROI against a fully integrated marketing campaign, that uses on and off line activity working together.
We definitely agree that all business should be analysing all their marketing activity, there is no such thing as unmeasurable marketing now, however, we also believe that it is important to really understand your customer and look at other channels of activity that will help raise awareness and capture their imagination.
The science behind marketing is increasing and technology is facilitating this development, so it is becoming a science, but a science that is driven by people, both those who are targeted and those doing the targeting.

With the latest news out that Amazon is launching a one day promotion to its Prime members in an attempt to rival Black Friday, there is more to this story than first meets the eye. It is a theme that I have been talking about for many years, one that is now regularly discussed  in marketing as well as business and technology circles, that of relationship management or CRM.

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A week of nothing, or is it all about content?

Posted by Owen Hughes on 3 July 2015 | 12 Comments

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I was reading an article written by the CEO of Fospha this morning in which he quite rightly explained that it is no longer acceptable to send our broad messages to a wide audience and expect a large take up. He then went on to explain that their latest analytic tools gather 1500 pieces of dynamic information each day as opposed to the current 15 static pieces tools like Google produce. This is all very impressive and certainly shouldn’t be overlooked.
However, this message feels as though it is a bit of a broken record. We have been working with clients for nearly fifteen years to ensure they have highly targeted activity and messaging, all built on high quality research and information. Fospha are right in that modern technology allows us to gather more information that is a great deal more accurate and that can only enhance the marketing effort. But there are two points that we must take into consideration;
1. It is all well and good having all this information, but what are we going to do with it? A business must know what the information means and how they need to act on it.
2. It is too easy to focus on digital marketing activity alone, but this is only one area of the marketing mix and run as stand alone activity will deliver a lower level of ROI against a fully integrated marketing campaign, that uses on and off line activity working together.
We definitely agree that all business should be analysing all their marketing activity, there is no such thing as unmeasurable marketing now, however, we also believe that it is important to really understand your customer and look at other channels of activity that will help raise awareness and capture their imagination.
The science behind marketing is increasing and technology is facilitating this development, so it is becoming a science, but a science that is driven by people, both those who are targeted and those doing the targeting.

In a week that has been dominated by the terrible events in Tunisia and the economic woes of Greece, main stream and business media have been struggling for news stories, there’s a surprise. 

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